Consumer Foodservice

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Fast Food in India

Oct 2014|Pages: 33

Price: US$900

About this Report

Executive Summary

TRENDS

Multinational chains such as McDonald’s and KFC are expanding their menu offerings by adding an increasing number of Indian offerings. For instance, McDonald’s introduced Masala Grill towards the end of the review period, a range of grilled vegetarian and non-vegetarian products inspired by the kebabs of the province in Pakistan formerly called the Northwest Frontier Province. This launch reinforced the message that it has adapted well to Indian tastes and preferences. Close to 70% of the menu of McDonald’s was tweaked to Indian tastes as at the end of the review period. Even the mayonnaise in McDonald’s is free from eggs. Similarly, Krispy Kreme entered India in late 2013 and has launched products such as filter coffee with its glazed donuts.

COMPETITIVE LANDSCAPE

The competitive environment within fast food continued to be highly fragmented with no single brand accounting for a double-digit value share in 2013. McDonald’s led fast food with a value share of 2%, closely followed by KFC and Subway. McDonald’s had 339 outlets all over India as of 2013. McDonald’s Corp is continuing with the rapid expansion of its restaurant network in India. The company has also entered into cafés by launching the McCafé brand in India and aims to have 100-150 McCafé outlets in the country by the end of the forecast period; however, 2013 was a year of challenges for the company. The company’s joint venture partner, Connaught Plaza Restaurants, exited from the business. Connaught Plaza Restaurants ran 154 outlets in northern and eastern parts of India.

PROSPECTS

Eating out in India has evolved from an occasion-driven activity to an everyday activity. With the rising number of nuclear families, exposure to global trends, the increasing number of employed women and an increase in the number of dual-income households, eating out was strongly supported. Coupled with these factors, international chains entering India offered a wide variety of options to individuals. Multinationals launching value for money offerings also helped fuel growth. Companies are enhancing their reach to medium- and small-sized cities to drive sales.